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The social media channel is an effective avenue for hotels to communicate with guests in times of crisis, says Daniel Edward Craig, who founded the social media consultancy Reknown. The value of social media during an emergency came to light when Hurricane Sandy entered New York last year and during the Boston Marathon bombings in April.

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Hoteliers can ensure a strong marketing and customer-service presence on Twitter by building a community of authentic fans, monitoring real-time guest conversations and making quick responses to questions, writes Daniel Edward Craig, founder of consulting firm Reknown. Hotels can also use captivating imagery on their Twitter page and Twitter-themed amenities on-property to boost engagement, Craig writes.

Urban hotels are digging up the 19th century marketing tactic of touting rooftop gardens to attract summer visitors that want a great location with an outdoor escape. The trend reaches hip locations such as New York City's W Downtown and Hôtel Americano, which want to fully utilize their space and offer a skyline view. "It's become possible to make a lot of money on these places -- especially if you're selling a lot of alcohol," said Daniel Edward Craig, founder of travel consultancy Reknown.

Because many middle-class people from developing countries are traveling, Marriott CEO and President Arne Sorenson has hope about growth prospects globally, despite economic concerns. "It will impact the way we run hotels here, the food we serve here ... and it will make this not only that much richer a business from a financial perspective but that much richer from a cultural perspective as we see this diverse world showing up," Sorenson said.

Looking beyond paid media to other, less-costly media channels can provide the marketing push that hotels need, writes Daniel Edward Craig, founder of Reknown. Publishing fresh content on the hotel website and getting active on social media are just some of the ways hoteliers can use the owned and earned media spaces, Craig writes. An even more effective strategy is using converged media -- a coordinated marketing push that engages consumers on several channels.

Hotel owners who want to pursue a conversion must consider market needs, first and foremost. Selecting a management partner experienced in conversions is also a must, as it is to build buzz through social media and other marketing avenues.